Building an Integrated Digital Content Strategy

Strategic and focused communication is essential and requires an organized, targeted plan. This course teaches you how to develop a content strategy to effectively connect your business and stakeholder goals with your audiences’ needs, wants and expectations.

This course provides you with a comprehensive overview and the tools to create a content strategy that works for you and your organization.

Key deliverables

You learn how to guide the creation, delivery and governance of useful, usable content. Each participant has the opportunity to develop fundamental materials to help build out content strategy. These include:

  • Brand Promise Statement
  • Personality Traits
  • Persona
  • Core Content Strategy Statement
  • Content Audit


This course can be applied to the following certificates:
Business Administration Certificate
Digital Marketing Certificate


Tim Baumgartner

Tim Baumgartner

Tim founded and leads the analytics team at Laughlin Constable, which works to assign metrics to all advertising mediums and measures key performance indicators for marketing campaigns. Through Laughlin’s Full Circle Tracking approach, he analyses how multichannel advertising influences individuals ... read more

Who Should Attend

  • Marketing professionals
  • Communications professionals
  • Designers and writers responsible for managing and/or producing an organization’s digital content

Course Outline/Topics

  • Content strategy – what it is and why you need it
  • Audience/brand personas
  • Content inventory/audit – what it is and why it’s important
  • IA/sitemap/content document templates
  • Style guide
  • Business goals


Professionals in marketing, design, technology, business management or related field with a solid understanding of marketing concepts





"Tim was great! Super knowledgeable and made the content of the course very relatable and digestible."  —  Participant, October 2022

"Short, sweet and to the point. I felt like it was the perfect amount of content to keep you engaged and learning. Tim [the instructor] was great and very knowledgeable! The class felt extremely valuable throughout the entire time frame, and I learned a bunch."  —  Peyton Litterick, Azura Memory Care, October 2022

"Tim [the instructor] makes everything easily understandable and engaging. I usually shy away from a lot of participation, but he does a good job creating a very open environment for sharing."  —  Participant, October 2022

"I’m doing this program to pick up the latest know-how and skills in the field. This class gave me some immediately applicable tools for my work. It was absolutely the right length."  —  Participant, June 2022

"Tim [the instructor] did a great job at applying each exercise to the different industries in the class. He made the content of the course exciting."  —  Participant, June 2022

"It was a great introduction on some basic marketing principles for someone getting started in the program. The class had a wide variety of student backgrounds/careers, but Tim [the instructor] was able to encourage and connect with everyone."  —  Participant, June 2022

"Content is extremely helpful for someone seeking more technical aspects of digital marketing and content strategy. Instructor is knowledgeable, speaks clearly and helps illustrate content."  —  Participant, June 2022

"Great job! Thought [instructors] were incredibly knowledgeable and were fantastic at answering questions."  —  Participant, March 2021

Date: May 17, 19 and 22, 2023

Delivery Method: Live Online

Time: May 17 & 19, 8:30am-Noon CT, May 22, 1:00pm-4:30pm CT

Platform: Zoom

Instructor: Tim Baumgartner


$899 by May 3
$924 after May 3

CEUs: 1.0

Enrollment Limit: 10

Program Number: 5026-15002

Note: Participants will receive instructions for logging into Canvas to access course materials and Zoom links several days prior to first session.

Register Now


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